Donal Daly has clearly been thinking deeply about all the changes going on in the world of sales, including the shifting of power to the customer, and the need for progressive selling organizations to change how they engage with their customers. In his latest book, Digital Sales Transformation in a Customer First World, Donal addresses many of the new challenges we at Selling Power have observed in our publications and at the Sales 3.0 Conference (which Selling Power sponsors each quarter).
Donal’s new book starts with a simple proposition: How you sell should be informed by the impact on the customer of the solution you provide. Customers who are buying solutions that have material organizational impact, such as an ERP system, need deep consultative support, while those buying less-complex products such as office equipment might not need a salesperson at all.
Early in the book, Donal poses “The Customer Value Question”:
What business problems does the customer have that you solve better than anyone else?
That’s really an important question, especially since speakers at the Sales 3.0 Conference have made it clear that automation and technology advancements are rapidly displacing salespeople who perform the simplest of functions. This state of affairs is forcing the salesperson to think hard about the customer’s business.
Donal has been at the forefront of applying smart technology to enterprise B2B sales since he founded Altify in 2005, and, as the author of two books on artificial intelligence (1988, 2016) and multiple books on sales – most notably Account Planning in Salesforce – he is well positioned to discourse on how digital transformation is impacting B2B sales.
I recommend checking out the Customer Impact Architecture Donal outlines in his book. This is an innovative model to map your sales engagement to customer impact. Donal guides you to:
- define your Ideal Customer Profile;
- understand the customer’s business;
- build, elevate, and expand customer relationships;
- create value as part of the sale and communicate that value to the customer;
- a framework to build an executive sponsor program to execute account-based marketing;
- understand the the role of AI in sales;
- develop strategy, sales execution, and sales management methods for sales process, opportunity management, account management, and overall sales team performance management (it also describes the technology to use in each case).
This book should be your constant companion on your digital sales transformation journey. Digital Sales Transformation in a Customer First World is not a short book; there is a lot in here to guide you to sell in a digitally transformed world, but you’re not going to flip through it in a single plane ride. It contains models, methodologies, and a technology blueprint for each type of customer engagement and for every enterprise selling motion.
Digital Sales Transformation in a Customer First World will be available here on Amazon on November 3.
There is also a public launch party (registration required) you can attend at Dreamforce on November 6.